NEW ADVANCES IN ADVERTISING SIGNAGE

By Alan CassinelliCorinne FrewCaitlin Flynn

3D Signage Images appear in 3D

when viewed on TV Carefully measured

in-arena camera placement, angles, distances

Sponsor logos pop on TV

“Wow” factor not experienced with traditional signage

Adhesive graphic or painted on turf or grass

The Companies Logopaint patented

the 3D Sign product in 1997

One of the world’s largest suppliers of 3D signs for sports arenas and sports events all over the world

Deliver 3D Signs and technology to more than 30 countries

Mirage 3D on-pitch branding: 4 years regional experience and worldwide use

Quintus Asia Pacific has used Mirage 3D since 1998 Hong Kong and

Singapore Rugby Aviva Singapore

Badminton Open VW China Open

table tennis

Strengths Increases awareness and exposure of sports

ads Creates more available ad space Can be placed where other ads cannot (safety

of players) Can charge sponsors more money for these

new and unique types of signage 6 Nations Rugby Total

ExposureEst. Media Value

Mirage 3D on-pitch signage

588 seconds $532,100

Standard perimeter boarding

75 seconds $81,986

Weaknesses 3D signs can only be

viewed from certain TV camera angles

Fans at the arena cannot read the ads

Can be distracting from game action

More expensive than traditional 2D signage

The Miami Heat’s New Outdoor Digital LED Screen

Mediamesh “curtain” made of linear tubes filled with LED nodes which provide “pixels” for the display mesh

Largest digital LED media display in the Southeast—approx. 3,400 square feet

Only ¾ of an inch thick Incredibly durable—ability to withstand extreme heat

and cold

Additional Details Cost: $200 per square

foot; The Heat paid nearly $700,000.

Use it as leverage to increase signage inside the arena

LED signage deals run in 30 or 60 second intervals; Prices have not been decided

Orlando Magic already considering adopting the technology for their new arena in 2010

Your Thoughts?

Do you think 3D signs would be distracting from the game experience?

Do you think the new LED screen is a valuable advertising tool?

Is there too much advertising/signage in sports already?

References Sports Business Journal:

http://www.sportsbusinessjournal.com/article/61109

A New Dimension For Sports: 3D TV http://www.cnbc.com/id/27697141

Huge transparent digital LED coming to Miami Heat arenahttp://www.digitalsignagetoday.com/article.php?id=21392&f=1&s=3

http://www.logopaint.com/ Mirage 3D signs:

http://www.qap.sg/qap_mirage.php